Get Ready to PANICTM

The Future of Branding

A Common Language must be established to advance branding and communications. PUBLIC has isolated the core elements of brand perception and developed a diagnostic model that gives brands unprecedented understanding of how they are viewed in the marketplace. It is rigorous, consistent, and insightful.

PANIC is the future of branding; the crossroads of data-driven insights and benchmarking tools which give communicators the foundation to build transformative media strategies and tactics.

Elements of PANICTM

The Building Blocks of Brand

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Purpose

What the Brand Stands For

Purpose defines everything about a brand and dramatically alters consumer perception, if the brand can effectively communicate their passion.

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Aesthetic

How the Brand Presents Itself

The entire presentation of the brand. Aesthetic refers to every design choice that implies the core values of the brand.

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Narrative

The Conversation Surrounding the Brand

Narrative combines the brand's history, methods and mission into a concise conversation that informs and provokes interest.

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Influence

Notable consumers endorsing the brand

Influencers form a power coalition of 3rd party approval, including brand ambassadors and powerful, like-minded associations, who combine their own credibility to the brand's core values and process.

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Craftsmanship

The Actual Quality of the Product

Craftsmanship is the benchmark for all other PANIC elements, which must match the investment in quality made by the brand.

The Process

PANIC Brand Metrics work for any brand at any level. Every PANIC evaluation begins with a detailed discovery process and organized discussion with top executives.

Once completed, PANIC insights can be employed to develop strategies, hone tactics and create an objective benchmark for long-term goals.

Tiered Services

PANICTM Evaluation

Gives brands a nuanced understanding of strength and weakness in the marketplace, with guidance for initial branding strategies.

PANICTM Integration

PANIC insights are compiled and distilled into effective strategy and tactics for both short and long communications goals. Data analysis, including consumer and industry surveys, are employed on a case-by-case basis.

PANIC will provide periodic evaluations, using the PANIC elements as benchmarks for evaluating the brand's changing perception.

Complete PANICTM

All services mentioned above, plus a full, data-driven analysis of brand perception in the marketplace.

Using a full suite of consumer and web analytics, PANIC will provide real-time understanding of brand perception, while serving as a brand advisor for any contingency.

Testimonials

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Branding and communications need a common language every bit as much as economics. I have integrated the PANIC model into my own course because it quickly and easily cuts to the core of any brand and elevates the concept of brand-focused media relations to an objective pursuit, alongside sales & marketing goals.

Charles J. Skuba

- Professor of the Practice for Marketing and International Business, Georgetown University McDonough School of Business*

*In developing PANIC, PUBLIC New York City has worked with the Georgetown University McDonough School of Business, where the agency serves as a regular guest lecturer.

PANIC Brand Metrics was developed by PUBLIC New York City, a media relations and brand identity agency, which has provides tailor strategies for the world's top brands, including Qatar Airways, Zurich Financial Services, Petrossian Caviar and the SETI Institute.

PUBLIC's understanding of brand made us relevant in the US market and amongst US media. We see the impact of their work every day, on the bottom line.

Alexandre Petrossian

- Vice President, Petrossian Caviar

CONTACT US

Marco Larsen - Principal

Marco Benedict Larsen has over 20 years of experience in Public Relations, brand development and communications strategy. Marco founded PUBLIC New York City in 2007, a company that has distinguished itself in the PR industry for exceptional work in strategic communications.

Having developed PANIC through his work in media relations and branding, Marco Larsen has proven its effectiveness with many of the world's top brands.

Address

PANIC Brand Metrics
150 West 25th
Suite 401
New York
NY 10001

212.431.1470

Purpose - Qatar Airways

Qatar Airways is driven to not only raise the global standards of commercial aviation, but to be the "World's Best Airline." While this ambition was well understood within the company, American media has been under-informed as to the full extent of Qatar Airway's Purpose and the unsurpassed quality and commitment to service that stemmed from that one goal.

Any airline can offer a deluxe product, but through PANIC, we were able to create award-winning experiential events for media, differentiate the inflight services and frame all press conversations through this Purpose of becoming the world's very best. This has established Qatar Airways as the airline to beat; committed to surpassing all expectations on every flight.

PUBLIC has successfully launched Qatar Airways in seven new US gateways over the last four years, setting the tone for success in the US market and establishing new best practices for the company globally

Aesthetic - Nutty Goodness Fruit & Nut Bites

Nutty Goodness began as regional snack with limited appeal for the wider market. Through PANIC, we established the need to change aesthetics and open the brand up to a whole new audience. By isolating Purpose and Narrative, we saw that active lifestyles were in concert with the brand mission and created new web, social and packaging assets, which energized the entire presentation, reinforced their Purpose and made the product more appealing for regional and national distributors.

As an unknown brand at Expo East, the country's premier natural products event, PANIC helped Nutty Goodness to their most successful product debut at the renowned Expo East exhibition - yielding the most direct sales leads from among 1000+ established natural food vendors.

Influence - Petrossian Caviar

Petrossian is the royal family of caviar, yet this delicacy is a victim of it's own luxurious image. While highly regarded, caviar lacks new ambassadors, who can communicate the dish to a new generation of consumers. Through PANIC, we immediately saw the problem lay with finding new Influencers.

By creating enticing new events, featuring our much sought-after Petrossian Caviar Girl, we were able to entice top influencers from television lifestyle and the blogosphere. Combined, these advocates created a new media front, which continues to remake the American image of caviar, with Petrossian leading the way.

Over the past three years, PUBLIC's branding efforts have increased Petrossian's overall sales by an equivalent of $30 million in additional revenue.

Narrative - Saint James

In Europe, Saint James is renowned for their heritage and craftsmanship, but the brand struggled on US soil because the story remains untold. Saint James needed to differentiate themselves and stoke consumer curiosity, while arming using would-be wearers with an inedible Narrative.

PUBLIC brought Saint James back to the sea, by bringing fashion and lifestyle influencers aboard a unique, nostalgic voyage. Against the backdrop of New York's iconic skyline, Saint James educated and inspired media through their compelling narrative and alluring seasonal fashions.

PUBLIC delivered more top journalists to the Saint James Boutique and Showroom with one event, than Saint James has had since opening in the US.